Strong Google Ads management starts with understanding what's already working, preserving the value of your historical data, and identifying the opportunities that can move performance forward.

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Rather than making changes for the sake of change, I take a thoughtful approach to optimization, building on what your account has already learned while looking for opportunities to improve performance.

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Campaign Structure

• Is the account structured around Google's automation or your business goals?

• Should older ad group structures be retired and campaigns consolidated to take advantage of smart bidding?

• Are new campaign types and settings, such as PMax and AI Max worth testing?

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​Budget Allocation 

• Are your highest-value opportunities getting enough budget?​

• Should you spend PPC funds on a brand campaign?

• How can budgets be allocated year-round to take advantage of seasonality? 

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Bidding Strategy 

• Is your current bidding strategy aligned with where your account is in its lifecycle?

• Are your Target CPA or ROAS targets realistic, or are they constraining performance?

• How should targets change across seasons and promotional periods?

Search Terms & Audience Signals

• Are your match types and negative keywords generating the right traffic?

• Are your audience signals helping automation find the right customers?

• Where is spend going that you haven't reviewed recently?

Automation

• Which recommendations should you implement, test, or ignore?​

• How can you course correct when automation goes awry?

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Incrementality & Attribution

• Are your reported conversions telling the whole story?

• Tracking breaks more than most advertisers realize. I audit conversion setup, navigate privacy restrictions, and make sure your data is actually reliable.

• Where are the gaps between what Google reports and what your CRM or backend actually shows?